About Signal B2B
We're redefining the gap between sales and marketing
Signal B2B was built because the sales-marketing divide costs B2B companies more than they realise: in wasted ad spend, lost deals, and leadership time spent refereeing instead of scaling.
Our mission
Make advertising intelligent, driven by live pipeline signals, not static demographics. So every B2B team can prove that marketing closes deals.
B2B advertising has been stuck for a decade. Teams target audiences based on job titles and industries: categories that describe who someone is, not whether they're buying. Meanwhile, the most valuable data any B2B company owns (their live CRM pipeline) sits completely disconnected from their ad platforms.
Signal changes that. We sit between your CRM and your ad platforms, syncing deal stage data to ad audiences in real time. When a deal moves in Salesforce or HubSpot, your LinkedIn, Google, and Meta audiences update automatically within minutes. Marketing finally acts on what sales knows, and sales finally gets marketing support at every stage of the deal.
The problem we solve
Sales knows who's buying. Marketing is guessing.
Every B2B company has the same structural problem: sales and marketing operate on different data, different metrics, and different timelines. Sales reps work from live CRM data: they know which accounts are active, which deals are progressing, which contacts are engaged. Marketing teams work from audience segments, campaign dashboards, and demographic targeting that has no connection to what's actually happening in the pipeline.
The result is a predictable failure mode: marketing spends budget reaching people who aren't buying, misses the people who are, and can't prove its contribution to revenue. Sales works deals without marketing support and blames marketing for low quality pipeline. Leadership gets caught in the middle with no shared source of truth.
Signal eliminates this gap. Your CRM pipeline becomes your targeting engine. Every contact in every active deal gets ad support automatically, matched to their deal stage, updated in real time, tracked all the way to closed revenue.
Why Signal is different
Not another intent data tool. The advertising layer your stack is missing.
The market is full of tools that identify intent signals: Bombora, G2 Buyer Intent, 6sense. They tell you which companies might be in-market. Signal tells you which contacts are in-market, because they're already in an active deal in your pipeline, and automatically activates advertising against them.
Signal is also not a CRM, a sales engagement tool, or an ad management platform. It's the connective layer between the tools you already use (CRM on one side, ad platforms on the other), automating the sync that was previously manual, slow, and broken.
Average setup time from CRM connection to first live audience
Ad platforms synced simultaneously from one CRM data source
Audience update lag when a deal stage changes in your CRM
Pipeline-driven targeting, no demographic guesswork
The team
Built by revenue operators
Signal was built by people who lived the problem: running GTM teams, managing ad budgets, and trying to prove marketing's contribution to revenue without the right tools. The platform reflects those hard lessons: built for speed, designed for the revenue operator who doesn't have time to babysit integrations.
Travis Meadows
Co-Founder & UK Lead
Revenue operations and B2B GTM strategy. Based in the UK, Travis leads Signal's international growth and partnership development.
Email Travis
Stefan Maritz
Co-Founder & Information Officer
Platform architecture and data operations. Based in Cape Town, Stefan oversees Signal's technical infrastructure and compliance framework.
Email StefanPress & Media
For journalists, analysts, and investors
Signal B2B is redefining how B2B revenue teams use advertising, replacing demographic targeting with live pipeline data and proving the connection between marketing spend and closed revenue for the first time. We welcome editorial coverage, analyst briefings, and investor conversations.
Company Overview
One-page summary of Signal B2B's platform, market positioning, and differentiation from existing intent data and ABM tools.
Request overview →Brand Assets
Signal B2B logo (SVG, PNG), brand guidelines, product screenshots, and approved imagery for editorial use.
Request assets →Founder Interview
Travis Meadows is available for comment on signal-based selling, B2B advertising attribution, and the sales-marketing alignment problem.
Request interview →Data & Research
Signal's platform generates data on pipeline-to-ad sync performance, attribution accuracy, and B2B ad spend efficiency across customer deployments.
Request data briefing →Media Contact
For press enquiries, analyst briefings, partnership conversations, or investor relations, reach the Signal B2B team directly.
Travis Meadows, UK Representative & Co-Founder
travis@signalb2b.io